Travelport Digital provides an industry-leading mobile travel tech platform that allows airlines, hotels, corporate travel management companies and travel agencies to engage with their customers through tailored mobile services including apps, mobile web and intelligent mobile messaging. Their clients include some of travel’s most progressive companies such as easyJet, Singapore Airlines, eDreams, BCD Travel, Capita Travel & Events and Transavia.
Travelport Digital’s mission is to deliver world class mobile and digital solutions to the modern traveler and their content needs to reflect their thought leadership position. Mobile Travel Trends is a key annual campaign for Travelport to further establish their positioning as mobile and digital travel technology experts. The objective of the ‘Mobile Trends’ campaign was to engage IT and ecommerce people in Airlines and Travel Management Companies (TMCs) with insightful thought leadership content and to attract and convert high quality leads.
To house all this great content and to make it available to the target audience in an engaging way we built an immersive interactive digital hub. Intuitive and engaging user experience, playful scroll activated animations and bold contemporary designs brought the content to life.
We prolonged the longevity of the campaign by spreading the launch of the different assets throughout a 3 month period. The hero assets, the ebook and research reports were atomised to create a suite of social posts to promote the content. We used a mix of email, organic social & search, paid social & search, website popups and digital PR to drive submissions, under a well-planned and thought out campaign distribution strategy.
Having worked with Travelport on the Mobile Travel Trends campaign in the previous years too, we went from producing a trends content cluster in 2017 as an eBook and Webinar to a blog, ebook, webinar, video and infographic in 2018. In 2019 we wanted to push the boundaries and bring the trends to life using numerous different content pieces all housed on a beautifully designed interactive content hub.
In collaboration with Travelport, three major pieces of original research were produced to provide the substance for this campaign. 8 industry experts were interviewed about their view on the trends that will be shaping the mobile travel industry in 2019. We researched industry influencers to get their views on what we are likely to see happening or changing in the industry in the upcoming year. And Travelport Digital researched 1,100 travellers to get their views on how mobile is impacting the travel market today. The information gathered from this research provided the substance for all the content pieces, from ebook, research paper and blogs to infographics, videos and webinar.
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The campaign produced remarkable lead generation numbers (even in a limited total addressable market):
Comparisons with Mobile Travel Trends 2018 campaign:
The results of this anchor marketing piece speak for themselves. This trends hub was extremely well received by Travelport’s target audience and over delivered against expectations. And well received by the B2B marketing industry experts too when it won the Best B2B Campaign in the 2019 Spider Awards.
“We’ve been working with Squaredot for a number of years and we work very much as a partnership. They understand our business, B2B marketing and the inbound methodology. Squaredot worked hand in hand with us to create and deliver this end to end campaign, including the digital hub, eBooks, research and related content that delivered exceptional results for our business”